Cosmetic surgery and procedures

Helpful information on the advertising rules for cosmetic surgery and procedures, and examples of previous Advertising Standards Authority rulings in this area.

The advertising of cosmetic surgery is a sensitive topic with concerns being raised about the trivialisation of a serious medical procedure and undue pressure on potentially vulnerable consumers. But the rules do not prohibit providers of these services from advertising as long as they stick to strict rules designed to protect consumers and to ensure all ads for cosmetic surgery and procedures are socially responsible.

Cosmetic surgery is not a decision that should be taken lightly and we take a firm line on ads that trivialise a cosmetic procedure or put pressure on individuals to make quick-buying decisions. Ads should not imply procedures are quick and easy with minimal invasiveness and recovery time if they aren’t, and we advise advertisers to always highlight the need for a consultation before booking a procedure and any risks associated with cosmetic surgery.

The advertising rules also state that ads for cosmetic surgery and procedures need to be scheduled and targeted appropriately in order to minimise the risk of children seeing an ad which has the potential to have a negative impact on their body image.

As well as making cosmetic surgery ads responsible, advertisers providing these procedures should also not mislead the public. Surgeons should only describe themselves as ‘qualified’ in their ads if they are on the Specialist Register of the General Medical Council and have the relevant certifications or qualifications. Furthermore, surgeons should only describe themselves as ‘experienced’ if they are able to prove they have practiced their surgical specialty for at least 6 years.

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Latest rulings

TFHC Ltd t/a Transform
- Not Upheld
- Television
- 18 October 2017
A TV ad for the cosmetic surgery provider Transform, seen in early June 2017, featured a voice-over that stated, “Every day is a great day when you’re doing the things you like to do. Being with the people you love to be with. Living your life the way you want to live it. If you’ve decided on breast surgery you can ...
The Feel Good Group Ltd t/a The Tanning Shop
- Upheld
- E-mail
- 19 July 2017
An email for The Tanning Shop, dated 6 March 2016, said “Use our UV to get YOUR
Vitamin D!” and “Exposure to UV light is the most powerful way to promote Vitamin D
production and using a responsible tanning programme is by far the most efficient!” At the top of the ad was a picture of a tanned model in a...

View all rulings

Cosmetic surgery and procedures

Helpful information on the advertising rules for cosmetic surgery and procedures, and examples of previous Advertising Standards Authority rulings in this area.

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